{"id":61995,"date":"2021-04-21T09:02:50","date_gmt":"2021-04-21T08:02:50","guid":{"rendered":"https:\/\/www.watchpro.com\/?p=61995"},"modified":"2021-04-21T11:34:32","modified_gmt":"2021-04-21T10:34:32","slug":"voices-do-believe-in-hype","status":"publish","type":"post","link":"https:\/\/www.watchpro.com\/voices-do-believe-in-hype\/","title":{"rendered":"VOICES: Do believe in hype"},"content":{"rendered":"
Passion for watches is like lust for your partner. Sometimes it spikes, most of the time it is a low level warm desire. Unlike your love life, it takes a little more than a coquettish glance to arouse demand for a five-figure timepiece. In fact, the fear of missing out on a rare reference or limited edition is a more powerful sales technique, and one that most brands have turned to over the past few years. Robin Swithinbank believes that a mixture of positive marketing hype and fear of missing out is an irresistible combination that the best brands are executing with increasing confidence.<\/strong><\/p>\n Back in November, as a second wave of the global covid pandemic swept Europe, Panerai announced a new watch. In the metal, there was nothing exceptional about it. A Luminor, with a titanium case and detailing plucked from the brand\u2019s America\u2019s Cup partner Luna Rossa, it was every inch a Panerai.<\/p>\n But behind the watch, there was a story. The 20 limited-edition pieces would only be available through Panerai\u2019s website. And only for 24 hours.<\/p>\n Even a year before, such a move would have been unthinkable, particularly from a Richemont brand.<\/p>\n